People are heartbroken over Alaska Airlines' decision to retire Virgin America

It might be time to book yourself onto a Virgin America flight before the brand goes away forever.

Late on Wednesday, Alaska Airlines announced that Virgin America's will disappear in 2019.

After buying Virgin last year in a $2.6 billion merger, Alaska has promised to retain the "flair" that fans associate with Virgin, such as free in-flight entertainment, colourful mood lighting and upbeat music while boarding.

Virgin America's former owner, Virgin CEO Richard Branson, said in a blog post on the decision: "Many tears are shed today, this time over Alaska Airlines' decision to buy and now retire Virgin America."

He said: "If you miss flying Virgin America, you still have your beautiful sisters; Virgin Atlantic is starting service from London to Seattle next week, and Virgin Australia is starting direct service from Melbourne to Los Angeles the week after that."

"It is a sad (and some would say baffling) day." People on Twitter were similarly heartbroken: